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Keep it simple, say Millennials

Health and wellness Millennials are young adults aged between 18 and 35 who aspire to living a healthy life. But they struggle to achieve this because they face so many daily pressures in an increasingly complex world.

According to a summary of consumer trends research by Nature’s Bounty, presented at Natural & Organic Products Europe 2018, these people are looking for a trusted, credible brand with simple solutions offering effective, easy-to-use products.

Their top four requirements in a supplement are quality, trust, research-backed and easy to take. Endorsement or recommendation by a celebrity or sports personality is, thankfully, not considered important by this group.

US retail data platform Euclid’s “The Store of the Past Meets the Shopper of the Future: Can Retailers Meet Modern Consumer Expectations?” report, based on a survey of 1,500 respondents, found shoppers were increasingly open to a variety of shopping channels, appreciating the unique attributes of in-store and online models.

Millennials are the most channel-agnostic, seamlessly switching between buying online (52%) and in physical stores (59%) weekly, with nearly one in three shopping via convenient subscription services.

Pop-up stores were flagged as a compelling trend, with 30% of shoppers indicating competitive pricing was the most appealing feature, with another 28% noting convenience and location. This openness to new, innovative models underlines both the continued relevance of physical stores and importance of a truly seamless multi-channel strategy.

Millennials view shopping as an immersive, social activity focused more on the experience than the product they take home, with one in four preferring shopping as an activity shared with friends and family.